Hot Springs, like Iceland’s Blue Lagoon, are one of the hottest wellness travel trends this year.
2014 is all about the new you. This year, luxury hotels are taking queues from consumers and creating and reviving their wellness offerings aimed at enticing a new generation of guests. Additionally, travelers are spending more time than ever researching online before they book trips so establishing a vibrant online presence is critical for hotels.
Travel Trends Are in the Data
Nearly two-thirds of all travelers research properties online before they book. It’s important to note that even some of the top 1% of spenders who leave travel decisions to agencies and assistants impact this statistic as these individuals utilize all available online information before booking a bespoke journey for their employers.
A better world economy has resulted in longer airline booking windows for travelers. What does this mean for travelers? It will become increasingly difficult to get lower fares as more travelers book far in advance of their itineraries. Abelow PR’s advice is to start planning your trip sooner and get the best deal available.
Men and Women of Leisure Flock to SLH
Another telling travel trend resulting from an improved economy is a dramatic increase in leisure travel. Business travel is still as steady as ever but with less travelers opting for first and business class and lavish hotels. However, the luxury-minded leisure traveler is gearing up for what will prove to be a huge year for the high-end travel market.
Our travel PR firm is thrilled to see the data in for Small Luxury Hotels (SLH) indicating that 2013 has been a record year for trading and sales. Our clients Esencia Estate, Pico Bonito, Casa Bonita, Sublime Samana, and Casas XVI are all SLH properties and we’ve heard repeatedly from the owners that their occupancies have been better than ever.
Between 1 January and 31 December 2013, SLH saw an 8% increase year on year for room nights and 12% in overall revenue, topping $134 million overall. As an added incentive, on Boxing Day SLH had flash sales that generated a 37% increase in reservations and an astonishing 51% increase in revenue.
Anti-Gravity Wellness, Steamy Hot Springs & Fierce Fitness
Hotels are wising up to the increasing wellness needs of guests and expanding their offerings. Be on the lookout this year for some very luxurious natural hot springs topping the list for hot travel trends this year. This ancient offering is perhaps the oldest “spa” treatment and one that’s both affordable and therapeutic. Check out the January issue of Conde Nast Traveler for a spread on the Blue Lagoon spa in Iceland, set in the black lava fields outside a small fishing town. They say it “feels like taking a dip on Saturn” where temperatures average 100 degrees year-round and the steamy waters are said to do miracles for the skin, including the naturally exfoliating white silica mud.
Yoga is hotter than ever so more luxury hotels than ever are offering a variety of yoga classes and retreats to appeal to the new health-conscious traveler. Suspend gravity and work your whole body as you unwind in a tropical setting – sounds great to us!
Intense fitness offerings are also booming as many travelers who are in the midst of training for marathons and triathlons are seeking locales where they can continue to improve their bodies (not simply fill up on sugary cocktails and heavy entrees). Fitness is becoming a huge part of people’s social lives, the key ingredient being fun. Trendy interactive classes like Soul Cycle, Fly Wheel and even Zoomba have inspired hotels to develop their own offerings to offer guests what they crave.
So, be on the lookout for these hot trends and we’ll be here to watch them evolve!